. >> yes, and there is a great analogy out there that if you take out in a airplane from california to new york, and you are off by one degree, you end up in canada. so if you take off course even slightly, you will be off course gradually. >> and we were talking that they had five top retailers and they were spending more time on the other others, and you have to cut them out. >> can i plug the book? i won't ask you, because in the "pumpkin plan" i talk about the vine vines. if you want to grow the big pumpkin, you have to get rid of the rotting ones to allow the nutrients to go to the big one. get rid of the diseased vendors. >> but before you do, ask them why it is not working out. and sometimes with an unhappy customer, they can be a great source of information and find out what they are not liking to fix the problem. >> and contacts are so important and they were manufacturing in turkey, because one moved there and they could not do it, and they could not find a way to do it and cost efficient way in new york city, and when we introduce them to people, we find out it is cost effic